The
Battle For Coca-Cola
Rages On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The Brand
The
Future of Advertising
The Targets
The
Future of Advertising
The Grid
The
Future of Advertising
The Swarm
Technology
Making The Message
Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
The Post-Advertising Era Is Here
Confessions Of A" Liar For Hire"
Good, Bad and Ugly At the Moment of Truth
A Post-Advertising "Big Idea".
The Value Of A Paying Pustomer.
Emergence Of the "Empire of One".
All customers Are Created Equal
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The Post-Advertising Era 2.0. Playing God And Other Atrocities. Owwwww! Nothing hurts like dental work. Nothing under God's blue sky even comes close. It brings to mind the Jewish prisoners who were the victims of the Nazi campaign to liquidate the Jewish population of Hungary, Their final destination was Auschwitz, the premier Nazi death factory in southwestern Poland in 1943. The SS troops marched the doomed prisoners before an SS officer who, in the midst of all the madness, agony and death, seemed very out of place. His handsome face was set with a kind smile, his uniform impeccably tailored, cleaned and pressed. He was cheerfully whistling an opera tune, one of his favorites by Wagner. The handsome officer who held omnipotent sway over the fate of all the camp's prisoners was Dr. Josef Mengele, the Angel of Death. A practicing butcher and former dentist. |
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The prototype of the medical practitioner as God. As I sit here in my drug induced euphoria, I am brought to remember the moment my own godlike dentist proclaimed that my remaining eight teeth had to go because the bone had been too ravaged by gum decease to afford even the slightest chance of salvation. God had spoken and eight teeth were pronounced null and void. Marched off to the gas chamber without the slightest chance of midnight reprieve. Of course I was given all assurance that my new choppers would be far superior and that my health would improve greatly and I would look simply marvelous. |
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"Everything you write about seem to be based upon this misbegotten theory that advertising is somehow "post." Wake up, Sparky. Advertising is alive and well. You are the one who is "Post." - ( Anon) NYC Thank you so much for noticing.-HW |
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My only concern was the excruciating pain I was sure would come. That was the good old days of Mengelista Dentistry. Today, you go in, you lay down, they give you a shot, you wake up as they dump you into the holding area and wait for you to come back around. This is the godhead of modern American dentistry. I have yet to experience one painful moment since last week at this time. But I have experienced a great deal of misery. For one, my new teeth are loose and will continue to be so for the next 4 to 5 MONTHS. I will not be able to eat solid foods for the next 90 days. Auschwitz, had nothing on this proceedure. And just like the minions of Dr. Mengele, at no time was I lead to believe that this would be my postoperative fate. Now, other than the fact that this procedure to rebuild my smile cost me as much as a new Volkswagen turbo Beetle, it brought to mind the plight of a great many advertising clients now faced with the agency creative director - as- god, phenomena. How many clients are faced with the likes of such imperious worldwide executive creative directors or chief creative officers, who make their imperial creative decrees based on how they felt when they got up that morning? How many millions upon millions of dollars have been squandered on half-baked creative solutions that have been tossed off in some creative review board meeting or pulled out of the hat on the way to a three day golf outing with little or no concern for the consequences. I would venture to say, by the output of commercials and campaigns that grace the nations networks, more than a fair share are the byproducts of just such creative malpractice. If you are a client out there wondering if such is the case, do yourself a favor. Call in a group of consumers, or even one of the zillion creative consultants that are beginning to dot the landscape, and get yourself a second opinion. Don't settle for creative pronouncements from on high. Ask the hard questions. Don't be afraid to ask "How come?" If it doesn't make sense to you, don't accept the bullshit line "Well, you're not the target audience." Make these guys work for their half-million dollar compensation packages. Send them back to the showers if they don't come up to snuff the first time out. Remember, the only person with the right to be considered godlike, is the customer. One of the big differences between Post-Advertising and work done in the Age of Advertising is the predominance of the top-down theory of communicating. The minute an ad or a commercial thinks that it has to be hipper or cooler or more clever than the person reading it...That's the minute it ceases to be meaningful to its audience. And meaningful is what Post-Advertising is all about. Great advertising campaign ideas can come from the dude in the news stand or the lady who empties your trash at night. Terrific strategies can come from that ton of data sitting in your CRM data base. Ideas don't need petigrees to exhibit signs of greatness. All they need to do is connect to the unmet wants and needs of the almighty customer. If you are a client, make your agency's chief creative officer take you out to lunch. If he impresses you as a jerk, make sure you see the work of your creative team BEFORE he or she gets a chance to ruin it. If they truly are a heavy lifter, talk strategy with them and see why they came up with what they came up with. Never accept an idea at face value. Look for substance you can sink your teeth into.
Stay tuned.
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